Pengaruh store atmosphere, lokasi, word of mouth terhadap keputusan pembelian mie gacoan cabang Manukan Surabaya

Rachmansyah, Rangga (2026) Pengaruh store atmosphere, lokasi, word of mouth terhadap keputusan pembelian mie gacoan cabang Manukan Surabaya. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

ABSTRAK Persaingan bisnis kuliner yang semakin ketat menuntut pelaku usaha untuk memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Store Atmosphere, Lokasi, dan Word Of Mouth terhadap keputusan pembelian konsumen pada Mie Gacoan Cabang Manukan Surabaya, baik secara parsial maupun simultan, serta untuk mengetahui variabel yang berpengaruh dominan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah seluruh konsumen Mie Gacoan Cabang Manukan Surabaya, dengan jumlah sampel sebanyak 41 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa Store Atmosphere dan Word Of Mouth secara parsial berpengaruh signifikan terhadap keputusan pembelian tetapi Lokasi tidak berpengaruh signifikan terhadap Keputusan Pembelian. Selain itu, secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian konsumen. Variabel Word Of Mouth merupakan variabel yang memiliki pengaruh paling dominan terhadap keputusan pembelian. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi manajemen Mie Gacoan dalam merumuskan strategi pemasaran yang lebih efektif, khususnya dalam menciptakan suasana gerai yang menarik, pemilihan lokasi yang strategis, serta penguatan komunikasi word of mouth. Kata kunci: Store Atmosphere, Lokasi, Word of Mouth, Keputusan Pembelian ABSTRACT The increasingly intense competition in the culinary business requires business actors to understand the factors that influence consumers’ purchasing decisions. This study aims to analyze the effects of Store Atmosphere, Location, and Word Of Mouth on consumers’ purchasing decisions at Mie Gacoan Manukan Branch, Surabaya, both partially and simultaneously, as well as to identify the most dominant influencing variable. This research employs a quantitative approach using a survey method. The population of this study consists of all consumers of Mie Gacoan Manukan Branch, Surabaya, with a sample of 41 respondents selected using purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results show that Store Atmosphere and Word Of Mouth partially have a significant effect on purchasing decisions, but Location does not have a significant effect on purchasing decision. Simultaneously, these three variables also have a significant effect on consumers’ purchasing decisions. Word Of Mouth is the variable that hasthe most dominant influence on purchasing decisions. The findings of this study are expected to serve as a consideration for the management of Mie Gacoan in formulating more effective marketing strategies, particularly in creating an attractive Store Atmosphere, selecting a strategic location, and strengthening Word Of Mouth communication. Keywords: Store Atmosphere, Location, Word of Mouth, Purchasing Decision.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Store Atmosphere, Lokasi, Word of Mouth, Keputusan Pembelian Store Atmosphere, Location, Word of Mouth, Purchasing Decision.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	135 Rangga Rachmansyah UWKS
Date Deposited:	23 Sep 2026 03:40
Last Modified:	23 Sep 2026 03:40
URI:	http://erepository.uwks.ac.id/id/eprint/23488

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• Pengaruh store atmosphere, lokasi, word of mouth terhadap keputusan pembelian mie gacoan cabang Manukan Surabaya. (deposited UNSPECIFIED)
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